Real Culture? Study on Culture Brand Value and Consumers for Kinmen’s B&B
碩士 === 國立金門大學 === 企業管理學系碩士班 === 105 === The progress toward exquisiteness and local experiences in global tourism is ushering in a new era for tourism. Pursuing local culture and life experiences is gradually becoming mainstream in tourism, and local culture is the new favorite. In tourism products,...
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| Format: | Others |
| Language: | zh-TW |
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2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/49702993806374943282 |
| Summary: | 碩士 === 國立金門大學 === 企業管理學系碩士班 === 105 === The progress toward exquisiteness and local experiences in global tourism is ushering in a new era for tourism. Pursuing local culture and life experiences is gradually becoming mainstream in tourism, and local culture is the new favorite. In tourism products, bed and breakfasts (B&Bs) are the most capable of bringing local culture experiences to tourists. This study conducted an in-depth investigation of the fit between tourists and the cultural characteristic propositions of B&Bs in Kinmen using the CRED framework and value proposition and then verified whether the cultural characteristics of the B&Bs can facilitate the continued development of B&Bs in Kinmen based on value proposition. The results indicate that the cultural characteristics of B&Bs in Kinmen strengthen the intentions of consumers to choose B&Bs, with consumers being more inclined to experience internal culture. Thus, B&Bs in Kinmen must show a certain degree of cultural characteristics to benefit their own operations.
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